The old advertising rule for writing billboard headlines was use seven words or less. The thought being, in a moving vehicle you don’t have time to read more than seven words. But in advertising, rules truly are meant to be broken––that’s how you get noticed.

This KNX 1070 traffic report billboard is a perfect example of how there is an exception to every rule. Traffic is so bad in L.A. that people have time to sit and read a lot more than seven words. In fact, they even have time to read the hand written, pointless ramblings of some guy they don’t even know. These two billboards are really nice examples how sometimes the smartest solution might seem completely wrong. See one here and here. Via Adrants.

Of course, this idea has been done before. Here is another example of long copy used on a billboard for Speed Reading classes.

10 comments:

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i was wondering, when does a spokesman get to over done. Like the maytag repair man? When does a company know when to remove an advertising icon. The taco bell dog went on way to long. But there are ads where it still works. I was noticing that Verizon still has the same guy. Is he making bank now? When is enough enough? Answe my freaking question. I need to know.

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